Job Description

Position Overview

Yellow Rose is defining a modern expression of Western luxury rooted in confidence, craftsmanship and connection. Born from the spirit of the Yellow Rose Ranch and founded by Kendra Scott, the brand brings together elevated Western design and immersive hospitality to create a world that extends beyond product into culture, community and experience.

Our ambition is to define the next era of modern Western luxury-honoring the spirit of the West while creating a point of view distinctly our own.

As Yellow Rose enters its next chapter of growth, we are seeking a Brand Director to lead how the brand shows up in the world. This leader will own the brand and marketing strategy, shaping how Yellow Rose builds relevance and desire through integrated campaigns, cultural moments, social and content, influencer and PR, partnerships, experiences and hospitality.

The Brand Director will set a year-round approach to brand building and cultural relevance, identifying the moments, conversations and voices where Yellow Rose can authentically participate and lead. They will oversee the evolution of our social and content strategy, building an always-on approach that strengthens storytelling, grows community and brings the Yellow Rose world to life beyond traditional campaign moments.

Hospitality will be an important part of that storytelling. Nashville and Beau's Bar will serve as the foundation for an always-on hospitality content approach, with the opportunity to extend into select future markets as the brand grows.

This role requires a strategic brand builder and hands-on leader who can set clear direction, inspire exceptional creative work and bring teams together to execute with impact.

Responsibilities

Brand Strategy & Leadership

• Own and evolve the Yellow Rose brand strategy and positioning, ensuring a distinctive and consistent expression across consumer touchpoints.

• Translate the brand strategy into a clear annual marketing plan and seasonal priorities that support long-term brand building and commercial objectives.

• Maintain a strong understanding of the Yellow Rose consumer, competitive landscape and broader culture to identify opportunities for growth and differentiation.

• Partner closely with Design, Merchandising, Creative, Digital, E-commerce, Retail and Hospitality to ensure product, storytelling, marketing and experience come together as one cohesive brand.

• Serve as the internal steward of Yellow Rose, creating alignment around brand priorities and maintaining a high standard for how the brand shows up.

Cultural & Integrated Marketing

• Own the year-round marketing and cultural calendar, identifying the moments and opportunities where Yellow Rose can authentically participate and stand out.

• Translate cultural and consumer insight into relevant brand ideas while staying true to the Yellow Rose point of view.

• Lead integrated marketing strategies for seasonal campaigns, product launches and key business moments across owned, earned, paid, social, experiential and retail channels.

• Develop high-impact brand moments and activations that build awareness, engagement and demand.

• Partner with Creative to develop strong briefs grounded in consumer, cultural and business insights and ensure work delivers against the brand strategy.

Social, Content & Hospitality

• Own the strategy and continued evolution of the Yellow Rose social and content ecosystem, including editorial direction, channel strategy and content planning.

• Build an always-on content approach that extends beyond campaigns to tell stories across product, lifestyle, culture, community and hospitality.

• Develop recurring content franchises and formats that build audience, engagement and a recognizable Yellow Rose point of view.

• Define how hospitality comes to life through content, using Yellow Rose spaces, experiences, programming and community as ongoing sources

Partnerships & Experiences

• Own strategic partnerships, collaborations and sponsorships that strengthen the Yellow Rose brand and introduce it to relevant new audiences.

• Lead the marketing strategy for experiential activations and consumer experiences that bring Yellow Rose to life.

• Evaluate opportunities based on brand fit, audience relevance and business impact.

• Partner with Regional Marketing, Retail and Hospitality teams to develop locally relevant experiences with the potential to support broader brand storytelling.

Measurement & Business Impact

• Establish clear objectives and KPIs across brand marketing investments, balancing brand-building and commercial outcomes.

• Use performance data and consumer insights to evaluate effectiveness and guide future strategy and investment.

• Partner with Digital, E-commerce, Retail and Analytics teams to understand how brand activity contributes to customer acquisition, engagement, traffic and revenue.

• Regularly communicate performance, learnings and recommendations to senior leadership.

Team & Cross-Functional Leadership

• Lead, develop and inspire the Yellow Rose Brand Marketing team, including the Nashville-based Content Creator and future content resources as the brand grows.

• Establish clear priorities, accountability and ways of working that support strong planning while allowing the team to respond quickly to relevant opportunities.

• Build strong partnerships across Design, Merchandising, Creative, Digital, E-commerce, Retail, Regional Marketing, PR and Hospitality.

• Lead external agency and partner relationships across PR, influencer, experiential and other areas as needed.

• Foster a collaborative, creative and high-performing team culture with a strong focus on execution.
• Proven people leader and cross-functional partner who can set clear direction, inspire strong work and move effectively from strategy to execution.
• Data-informed, entrepreneurial and resourceful, with the ability to thrive in a growing and evolving brand.

Qualifications

• 10+ years of progressive brand marketing leadership experience, ideally within luxury, fashion, lifestyle, hospitality or another relevant consumer brand.

• Proven experience building differentiated brands and integrated marketing strategies that drive both brand and business growth.

• Deep understanding of modern brand building across social and content, influencer and creator marketing, PR, partnerships and experiences.

• Strong cultural and editorial instincts with exceptional creative judgment and an eye for elevated storytelling.
• Proven people leader and cross-functional partner who can set clear direction, inspire strong work and move effectively from strategy to execution.
• Data-informed, entrepreneurial and resourceful, with the ability to thrive in a growing and evolving brand.